What is the focus of a firm that develops a relational orientation with its customers?
A)relating product knowledge to customers' interests
B)gaining profit from each customer transaction
C)generating profits quickly before customers shop elsewhere
D)working with competitors to simplify product offerings for customers
E)gaining lifetime profitability from customer relationships

Question

Quizplus · Accepted Answer

A relational orientation focuses on building long-term relationships with customers in order to gain their loyalty and lifetime profitability. This means that the focus is not just on one transaction or immediate profits, but on cultivating a relationship that will lead to sustained business over time. Relating product knowledge to customers' interests may be a part of this strategy, but the ultimate goal is to build trust and loyalty with customers. Gaining profit from each customer transaction and generating profits quickly are short-term strategies, while working with competitors may not necessarily be a focus for a firm with a relational orientation.

What Is the Focus of a Firm That Develops a Relational